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Introduction to gamification for customer engagement


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Slides from introduction to gamification for customer engagement delivered to the Peer mentoring group at Worthing and Adur Chamber of Commerce at the Centre For Leadership in June 2017.

Published in: Business
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Introduction to gamification for customer engagement

  2. 2. Pete’s current titles © GAMIFICATION+ LTD 2015 2 Founder – GAMIFICATION+ LTD Entrepreneur in Residence at University of Brighton Chair – International Gamification Confederation (GamFed) Researcher in Gamification in HR at CROME (Centre for Research on Management & Employment) Organiser of Brighton Gamification Meetup Ambassador for Brighton & Hove and Worthing & Adur Chambers of Commerce
  3. 3. Fun Hour  The theory behind gamification  What is gamification and why is it important  Neuroscience and motivational psychology  Gamification: customer engagement  Customer powered marketing  Gamification design  Game mechanics
  4. 4. Activision spent 6 years and how much money developing and launching the game Destiny? A. £31,000,000 B. £105,000,000 C. £310,000,000
  5. 5. How much did Destiny make in sales on the first day? A. £50,000,000 B. £500,000,000 C. £900,000,000
  6. 6. A. 100 million B. 1 billion C. 10 billion Activision Blizzard’s players racked up how many hours of play time in 3rd Quarter 2016? A. 100 million B. 1 billion C. 10 billion
  7. 7. What percentage of video game players in the UK are female? A. 27% B. 41% C. 52%
  8. 8. Gamification Gamification “The use of game elements and game- design techniques in non-game contexts.” Werbach and Hunter (2012, p26)
  9. 9. Future definition “Gamification is becoming a catch all word that encompasses not just gamification but also serious games, simulations, game based learning and playful experiences” Raftopoulos (2015) Marigo Raftopoulos blication/274963363_How_ent erprises_play_Towards_a_taxo nomy_for_enterprise_gamificat ion
  10. 10. “Games give us unnecessary obstacles that we volunteer to tackle” Bernard Suits
  11. 11. “UX design is about removing problems from the user. Game design is about giving problems to the user” Raph Koster
  12. 12. Simulation “Simulation is a realistic, controlled-risk environment where learners can practice behaviours and experience the impacts of decisions.” Kapp, Blair and Mesch (2014, p58)
  13. 13. Dopamine is released before an event that requires some sort of response, pleasurable or otherwise, and drives us to act. So when it comes to a reward, dopamine is released in anticipation of receiving the reward, rather than after. This is known as incentive salience.
  14. 14. Oxytocin is key to how we bond to others (lovers, friends, parents to babies). It can give us a strong feeling of contentment. This can even occur remotely, i.e. via social networks such as Twitter! Oxytocin has been shown to increase trust in groups, altruism in individuals, arousal and more.
  15. 15. Seratonin is a mood regulator. If you have enough you will be happy, if you don’t – you will be miserable. It is triggered when you feel wanted, important and proud. This could be when you are thanked or have achieved something that required true effort.
  16. 16. Endorphins are opioids that we produce naturally as a reaction to certain stimuli. When they are released we feel good, possibly even high or euphoric. They also reduce fatigue in response to stress or pain, they give us our ‘second wind’ that helps us push through. Overcoming the challenges in games can stimulate the release of endorphins.
  17. 17. Three basic needs Competence Autonomy Relatedness Self-Determination Theory
  18. 18. Three key drivers Mastery Purpose Autonomy Daniel Pink - Drive
  19. 19. PURPOSE
  20. 20. 25
  21. 21.
  22. 22. 54% increase in trial usage 15% increase in buy clicks
  23. 23. connect
  24. 24. Create
  25. 25. create
  26. 26. Points Resources Boss fights Game components Content unlocking Badges Levels Progression Collections Achievements Social graph Leaderboards Teams Combat Virtual goods Quests Virtual currency Avatars Gifting
  27. 27. OQ
  28. 28. PlayGen Gamification Cards 34
  29. 29. Gamification+ Success Framework
  30. 30. Please attempt: • Bad Guys – • The Sticky Chair • Power Ups - • Hug Yourself • Human Tag
  31. 31. Thank you for playing @gamifiplus @petejenkins